Building Brands with Integrated Campaigns - Millward Brown


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Building Brands with Integrated Campaigns - Millward Brown

  1. 1. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand |
  2. 2. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold SponsorSupported byOrganised by
  3. 3. Building Brands withIntegrated CampaignsMILLWARD BRO WN CRO SSMEDIA RESEARCH™1
  4. 4. What do we mean by “brand impact”Campaign Total SalesPerformanceEmotionPopularityDynamismDifferenceValueSalienceBrandEngagementThe Sales Response EffectThe Brand EffectStrengthens loyaltyof existing users andbrings new users into brandSustained, longer termImmediate, short termMostly incremental salesto existing users
  5. 5. Understanding campaign impact on brandperformance using CrossMedia ResearchDid the campaign impact on the brand inthe way we wanted toDid the campaign deliver impact costefficiently?How could we further optimise brandimpact in future?Did campaign reach the right people?
  6. 6. Campaign Impact – Campaign Metric ACampaign ImpactOngoing InfluencesUnderlying Involvement4Contribution of key factors to end of campaign level for Metric A50%10%5%0%20%40%60%80%100%Metric A
  7. 7. Non-Campaign Factors5What are the other drivers of key metrics aside from the campaign?50%10%5%0%20%40%60%80%100%Metric A40%20%20%10%10%PreviousCampaignPositive BrandExperiencePOSMediaCoverage(PR)Word ofMouth
  8. 8. Campaign Impact and Media Breakdown - MetricA6How important was each channel in delivering the campaign impact?50%10%5%0%20%40%60%80%100%Metric A40%20%20%10%10%TVPrintRadioOutdoorOnlineCampaign impact and media contributions
  9. 9. What have we seen across AsiaPacific so far?01
  10. 10. TV is still the big driver of awareness, thoughothers help too0%1%2%3%4%5%Magazines Newspapers Online Outdoor TV75%36%38%30% 37%ChannelReach
  11. 11. But online and other channels are more importantwhen it comes to overall brand engagement0%1%2%3%Magazines Newspapers Online Outdoor TV75%36%38%30% 37%ChannelReach
  12. 12. And averages hide huge variation in channelperformance across campaigns0%2%4%6%8%10%12%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%ReachPOSTVNewspapersMagazineOnlineOutdoorVariation in Channel Performance on Brand Engagement and ReachContributionperReachPoint
  13. 13. Cluttered TV ecosystems are driving massive, andwasteful, TV spends60004000577IndonesiaPhilippinesUK
  14. 14. TV underperforms relative to investment, whileonline, print and in-store are all efficient mediaOnlineCinemaRadioOOHIn-storeContributionInvestmentradioonlineOOHonlineTVTVOnlineOOHPrintPrintCinemaRadioIn-store
  15. 15. So what makes a successfulintegrated campaign?02
  16. 16. Integrated media helps build campaign reachbeyond the TV coreSource: CrossMedia Research study, leisure, North AsiaOnline84%71%42%26%Total Campaign TV Online MagazineFamily with 3-11 yrs kidsTVMagazines+13% Non-TV reach18-29 yrs Non Family80%60%40% 34%Total Campaign TV Online Magazine+20% Non-TV reachOnlineTVMagazines
  17. 17. Using online video also improves the distributionof TVC across target audience88%41%70%36%39% 33%0%37%TV Online videoHeavy TV Medium TV Light TV No TVReach of AV channels by TV exposure group5. Online videoFrequency of AV channels by TV exposure group
  18. 18. But all this stillcountsIf TV reach is already high, others channels may not build reach muchOnline 25%TV 83% total reachMagazines 16%Only +5%Non TV reachCase Study: Malaysia, hair care
  19. 19. Using multiple channels broadens brand impact byhitting more areas of the brand0%1%2%3%4%5%Presence Consideration Functional Image Expert ImageTVC Magazines OnlineCase Study: Malaysia, hair care
  20. 20. Exposure to multiple channels also deliversadditional synergy benefits0%1%2%3%4%5%Presence Consideration Functional Image Expert ImageTVC Magazines Online TV+OnlineCase Study: Malaysia, hair care
  21. 21. In this case 25% of impact on brand imagery camethrough synergiesCase Study: China, dairy product0%2%4%6%8%10%12%Emotional imagery Functional imagery Product performance ValueTV Online OOH TV + Online synergy TV + OOH synergy
  22. 22. Online also improves ROI on Brand Impact3.1%1.4%2.7%4.5%15.0%19.8%5.5%1.3%5.0%1.2%0.0%5.0%Presence Consideration Functional Image Expert ImageTVC Online MagazinesCase Study: Malaysia, hair careRelative cost efficiency - % increase in brand metrics per $1 spent
  23. 23. The relatively low cost of advertising online is oneof its biggest advantagesCase Study: China, dairy product0.0%1.0%2.0%3.0%4.0%5.0%0% 10% 20% 30% 40% 50% 60% 70% 80%% Reach of mediaImpact among those reached(average on all metrics)OOHTVOnline0.0%1.0%2.0%3.0%4.0%0% 10% 20% 30% 40% 50% 60% 70% 80%Impact per ¥1m(average for all metrics)% Reach of mediaOnlineTVOOH
  24. 24. Over investment in any one channel createsinefficiency and wastage, reducing ROI0%20%40%60%80%1 2 3 4 5 6 7 8 9 10 11 12 13 14 15% GRPs non productive% audience over frequency ceilingCase Study: Malaysia, hair careOverall 37% of TV GRP’s were unproductiveWeeks
  25. 25. For online, balancing reach & frequency is also keyto optimizing performanceSimulations Reach %AverageFrequencyiGRPsOnline shareof impactBase: Existing online Plan 12.0% 11.2 134 8%Same impressions, optimal R&F 22.4% 6 134 15%80% more weight, optimal R&F 30.0% 8 240 18%Average increase across brand image attributesCase Study: China, personal care
  26. 26. Creative is key too03
  27. 27. Aside from good media implementation, gettingthe online creative right is key8.713. 1.22.3--1.6 2.0--3.6-4.1Aided BrandAwarenessOnline AdAwarenessMessageAssociationBrand Favorability Purchase IntentTop Performers Average Bottom Performers
  28. 28. What makes online creative successful?- First get your Branding rightWhat stopping power would the first frame generate?What reason would a user have to stop and watch the ad – intrigue is notalways a good option with online campaigns
  29. 29. - and keep it simple• One or two messages is enough• Don’t make the message too complexWe have more on this, but that will have to wait for another time
  30. 30. 1. Use multiple channels to maximize campaign impact2. Don’t be afraid of migrating to Online3. Good creative / content is key to channel performanceOptimising Integrated Campaigns
  31. 31. Changing Channels with Confidence: A Framework29A model for embracing innovation and capitalising on opportunitiesBudget allocation:70%delivering low-risk, familiar activities.20%innovating based on prior learning.10%experimenting with the unknown."Marketers consider channel optimization every time they plan new campaigns. Those that adopt a70│20│10 approach will know that new channels will be given a chance to shine and that theirmedia plans will evolve through a systematic process. By overlaying a comparable approach toresearch planning, companies can ensure that they extract maximum learning from this Process."
  32. 32. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold SponsorSupported byOrganised by
  33. 33. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand |